General Motors targets Hispanic market with new trucks Colorado and Canyon
What: General Motors is targeting a number of buyers with its new mid-size pickup trucks “Colorado and Canyon”, specially the Hispanic Market.
Why it matters: With the new Colorado and Canyon, which will go on sale next fall, GM expects to steal buyers from crossover SUVs and full-size trucks.
The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks “Colorado and Canyon”, specially the Hispanic Market. Carat is General Motors media buying and planning agency.
According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.
“There are customers that can easily afford a fullsize pickup, both the price and operating cost, but it’s the wrong truck for them…They’re compromising and having trouble parking, or it doesn’t fit in their garage, or they live in a city and are trying to parallel park and can’t,” Johnson said to Wards Auto.
The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. But GM isn’t intimidated by the Tacoma’s stronghold in the segment.In this sense, Johnson noted that “it’s not often we get a launch like this where the segment is so dated that we can come in and leapfrog the competition.”
Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.